Your once a week dose of retail therapy from Singletrack’s Premier Dealers, stockists and advertisers; Tuesday Treats gives you a quality serving of independent bike retailing and a chance to win big in this week’s prize draw.

This week we’re heading down to Oxford with good reason. It’s a year since we checked in with this new, fledgling company who were starting to make waves in the industry, by doing the custom build process very differently. Director James Heath talks us through what’s new …

For those who don’t know how things work at Ubyk, tell us more James…

From day one we set ourselves up as being custom build experts and have set about creating a genuinely custom ‘ProBuild system’ which acts as a destination for the rider who wants to create their custom dream bike. ProBuild gives you the confidence to build a bike without compromising on the spec. A few results in the flesh …

Choose your frame from some of the best high end Mountain Bike brands on offer – Santa Cruz, Yeti, Ibis, Turner, Orange, Evil and more – and then you’re ready to build your dream bike.

How have tech developments allowed the concept to grow?

Our customers can personalise your ultimate ride by speccing everything from wheels to groupsets, saddles to stems, and chains to tyres. Our software means that with each change to the spec you can see how your bike is coming together.

A ‘real’, virtual consultation

Once you’ve built your bike virtually, our expert workshop team will then build the bike piece by piece and involve you in the experience by cataloguing each stage, enabling you to fine tune and revise your design along the way. Recently, we’ve added Santa Cruz Bronson and 5010 to the system which are now available to be built online.

How do you make the link between the virtual and reality?

Our handpicked team simply love bikes – they might not like the term, but they’re all definitely bike geeks! We love to build, read about, ride and would even eat bikes if we could! At Ubyk we take enormous pride in our customer service and believe that our tailored advice to you as an individual will give you a dream bike that will meet your exact requirements.

What about those potential customers who might your results but want to talk to a real person?

We’re more happy to chat over the phone, via email or, if you come to our boutique Oxford store, with a fresh coffee and with a one to one conversation. It’s your choice.

We also stock a full range of helmets, clothing and accessories and offer everything from a free basic bike fitting to a Pro-Fit (£125) and even fitness testing for a true dream bike experience! To find out more, visit our store (in Oxford) or www.ubyk.co.uk